Do you think sexism in popular consumerism is dead? Do you think we are evolving as a society where marketing companies are pulling away from the stereotypical roles between women and men? Recent advertising for brands like Yoplait’s Go-Gurt and Tide began to convince me that perhaps marketing companies are catching on to the diverse roles women and men play in the daily household. Both Yoplait and Tide have commercials airing that feature fathers as the main parent responsible for making lunches, doing laundry – responsibilities that have traditionally been advertised as the chores of women in households.

Girl power! Yes, I felt a bit of a victory when I first saw those commercials because in my household my husband makes our kids’ lunches, he does laundry and he actually cleans toilets. In fact, his cleaning skills are impeccable and make mine look sub-par. Here comes the big sigh . . . unfortunately, it appears that these small, progressive, cutting-edge steps that some companies are taking are the exception to sexist marketing.

Companies still insist on clothing our daughters in attire that sends horrible messages such as “I’m too pretty to do homework”. The gap between the sexes is evident in a multitude of products available from backpacks to lunch boxes to tool sets that are pink for women, but black and amped up for men. I mean, seriously, a drill is a drill. But, if you buy one of the tool sets for women, the drill is dainty and unable to compete with, dare I say it? Unable to compete with a man’s drill. Please excuse me while I gag.

So, let me get to the point of this article. Is sexism dead in popular consumerism? Not at all. Take a moment, to watch this video about Bic Pens for Women. Yes, apparently, we must use different pens, too. Here is the funny part to this story. Bic asked Ellen DeGeneres to promote their pens, which in a way she kind of did, but probably not in the way they intended.

Watch this video and let us know, does sexism in marketing bother you or do you just roll with it?